The Bracken Marketing blog

Sales & Marketing Insights for Biopharma Teams

Social media can be a deceiving marketing channel, especially in an industry as nuanced as life science. On one hand, it’s a must-have channel for driving awareness and engagement with your brand and seems easy to execute. On the other, with so many social media marketing (SMM) options out there, it’s easy to get stuck putting in high-volumes of effort for very little results. Don’t get caught in the trap! Be judicious with your SMM efforts, and understand all the options in front of you that will make it a successful channel.

Nobody likes to look back on a year and focus on the failures. Or dwell on what was lost. Instead, let’s take a look at some of notably infamous recent digital guffaws as a means of informing what we won’t do in 2019.

Having a website is one of the main factors to your brand’s success and online survival. It’s the portal to all future customers, leads, sales and connections. It’s where visitors will communicate with you and where most people will learn about your business. In an ever-changing web landscape, it’s important to keep your website updated and fresh so your brand stays relevant and continues to grow with your audience. In this post, we’ll break down the top 5 reasons you should give your website a face lift to stay current and take your brand to the next level.

Bracken Marketing Account Manager Philippa O’Sullivan got back from sailing around the world in the Clipper Round the World yacht race a few months ago. Having sailed 40,000 miles around the globe with a crew of 20 people on a 70-foot racing yacht, here she talks about things she learnt from being in such close confines with fellow crew and how she can now transfer this to the working environment.

I spent most of my career working in 9 – 5 (more like 7:30 am – 4:00 pm) jobs. We had a defined work day and a set number of holidays and vacation days. When I started working in the mid-1980s, I had two weeks of vacation and had to be in the office every day. Back in the “old days”, there was no wide spread use of laptops, tablets, or smartphones. In those days, I didn’t even have a desktop PC! Heck, if you had a cell phone, it was the shape of a brick and you carried it in a case that today you’d think was a small suitcase. How times have changed!

That old adage, “if you want something done right, do it yourself” hasn’t quite gone the way of the dodo, but it has certainly morphed into something more along the lines of “be careful who you hire.” We take a look into why outsourced marketing works in a gig economy.

My career journey has not been a conventional one. Much of it came about by saying yes to opportunities that were not part of the traditional linear path most follow. The ability to take skills learned in one part of my career and transfer them to new assignments and roles has allowed me to do a lot of interesting work…

Today, there is a long list of free, freemium, and subscription sources that keep life science professionals, in all the different disciplines, up to date on industry happenings. The list below contains our favorite “publications” for keeping up on the day to day and bigger picture events happening in the industry.

Whether it’s a product launch or infographic, event announcement or weird social media experiment, we marketers put campaigns together with the goal of driving the best brand awareness and engagement we can. Yet defining our marketing campaigns, setting goals for them, and measuring them is easier said than done. In fact, in a recent survey we conducted, “Measuring campaign effectiveness” was the number one challenge life science marketers face.

Clinical trial patient recruitment is one of the most costly parts of conducting research. Of the $2.6 billion it costs on average to bring a new drug to market, up to one third may be spent on recruitment alone…

I spent many years working in large corporations, mainly pharmaceuticals, where my employers paid me for my expertise in chemistry, information research, and IT project management. As they paid me for my expertise, in turn, I paid others for theirs…

Every business has buyers, whether you are marketing to another business or a consumer, your product or service has a buyer. In today’s complex environment, defining your buyer persona is even more important than ever. Your buyer persona should influence all of your customer-facing work.

Overtime a company's brand, like the paint on the walls of your house, needs to be refreshed. Which customer facing assets should you refresh and how to make those changes count? Our list of the top 9 assets will get you on your way to a refreshed look for your brand!

Research has shown that taking advantage of tools and shortcuts can save you days' worth of work over the course of a year. That's a lot! In the spirit of saving time, take 10 minutes to read through our list of favorite tools.

Blogs are an excellent way to communicate with your current and potential customers. In the life sciences space, the content of your blog is key to attracting and keeping your readers. Keep reading to learn about the four additional keys to a successful life sciences blog.

Surveys are a powerful tool that will help a team get behavioral insights into their audience and prevent missteps when working with your current and potential clients to avoid such a marketing crash. We've shared our learnings so your business can connect more effectively with your customers.